Knowing exactly how your customers discovered, researched, and ultimately purchased your product can influence your marketing decisions – and marketing spend. Amazon Attribution helps make this a reality for businesses ready to invest a little bit of time and action into empowering their brand. The truth is, Amazon (and all eCommerce spaces) are becoming more competitive by the minute, requiring more budget to hang on. Amazon Attribution is a powerful tool to help maximise ROI, especially as an omnichannel approach becomes the norm. This blog post will take a comprehensive look at Amazon Attribution, its features, and how it can help businesses optimise their marketing strategies.
What is Amazon Attribution?
Amazon Attribution is a free self-service measurement and analytics tool that provides insights into how your non-Amazon marketing channels impact shopping activity and sales performance on Amazon. It allows users to track and measure the performance of their marketing campaigns across different channels, including search, social media, third-party affiliate, display, email, and video.
Attribution is an important piece of the puzzle when businesses spend marketing money across multiple channels. If you know what’s working and can anticipate the customer journey, it becomes less of a guessing game for where to allocate your budget and resources. Ultimately, this means reaching more customers more efficiently and boosting revenue.
Amazon Attribution Features
The programme promises a range of benefits for advertisers of all sizes across multiple touchpoints. The main features include comprehensive views and measurements, conversion path analysis, actionable insights via real-time reporting, custom attribution models, and more.
Comprehensive Omnichannel Measurement
Amazon Attribution allows you to measure the impact of various marketing channels as they drive traffic to your Amazon detail pages or store. Some examples include:
- Search Ads: Track the performance of Google Ads and other search engines.
- Social Media: Analyse the effectiveness of campaigns on Facebook, Instagram, X, and LinkedIn.
- Display Ads: Evaluate display advertising efforts across the web.
- Email Campaigns: Understand how email marketing drives traffic and conversions to your Amazon store and on Amazon.
- Video Ads: Measure the influence of video content from platforms like YouTube.
Reporting and Actionable Insights
The more you know about a customer journey, the more effective you can be in driving customers efficiently toward making a purchase. Amazon Attribution allows you to see insights such as clicks, impressions, detail page views, cart-adds and conversions.
Amazon Attribution also offers real-time reporting, allowing you to monitor the performance of your campaigns and make timely adjustments even as the campaign is running. These agile features help you respond to market changes and adjust marketing efforts on the fly, which is one of the biggest benefits of the programme. Taking it one step further, Amazon Attribution allows users to customise attribution models to fit business objectives. This might be analysing a first-touch, last-touch, or some other inflection point that makes sense for your goals.
Why Should I Use Amazon Attribution?
From these features, it is clear that many businesses can benefit from Amazon Attribution. The benefits are numerous.
Better understanding the shopping journey means a more strategic marketing strategy with more efficient spending. Eliminating this wasteful spending and focussing on campaigns that deliver ROI is especially important during seasonal business periods, Q4, etc. These improved customer insights can help you better understand your customers and develop personas to target both on- and off-Amazon.
Optimised campaigns on best-case channels can lead to increased conversions and improved sales. Brands can use Amazon Attribution to focus on the channel with the best conversion. Aside from an immediately boosted ROI, this can lead to a bigger competitive edge long-term. Continuously improving your marketing efforts is really the only way to stay relevant and growing on Amazon.
Getting Started with Amazon Attribution
Businesses already using Amazon Advertising can easily sign up for Amazon Attribution for free. Once you have connected your brand and input details, it’s straightforward to set up tracking for particular channels. Amazon provides step-by-step guidance to help users create tracking tags and implement them across your campaigns. This can take some time to implement, so be sure to leave plenty of room if you’d like campaigns up and running by key selling periods.
After you have setup tracking, you can start to analyse data to gain insights into your marketing performance on the selected channels. Use the suite of in-tool reporting features to monitor key metrics and understand how different channels contribute to your sales. Next, use the insights gained from Amazon Attribution to continually optimise your campaigns. Allocate your budget to the most effective channels, refine your messaging, and continuously test and adjust your strategies to maximise ROI.
Because there is a lot of information and levers to use, Amazon recommends focusing on a particular goal depending on what your business wants to achieve. These might include growing brand awareness or boosting sales with a certain ad type. For example, perhaps Amazon Attribution shows that your ads on Instagram convert better than display ads. This would suggest increasing spend on that channel.
Next Steps and Help with Amazon Attribution
Adding another tool and process can be overwhelming for businesses that are already bogged down in managing Amazon Advertising and budgets across multiple channels. But Amazon Attribution is a valuable resource to use for business growth, especially since it is currently free to use. Amazon Attribution provides comprehensive insights into the performance of your marketing channels, enables you to make informed decisions, implement efficient strategies, and drive more sales. If you need help leveraging the power of Amazon Advertising and Amazon Attribution, eCommerce Nurse can help. Our well-rounded approach to growth can give you the edge you need to stay ahead of the competition and achieve your business goals. Want more information on our services? Contact the eCommerce Nurse ads team today.
